Title	SCANDIC TO GO
Brand	SCANDIC HOTELS
Product/Service	HOTELS
Category	B04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS)
PR Agency	PRIME Stockholm, SWEDEN
Entrant Company	PRIME Stockholm, SWEDEN

Name	Position
Hannes Kerstell/Key Account Manager/Prime
Renée Lorenius/Production Manager/Prime
Hanna Fallenius/Project Leader/Prime
Ulrika Enström/Media Specialist/Prime
Magnus Klang/Creative/Prime
Ingrid Sydow/Creative/Prime
Peter Lindgren/Partner And Creative Director/Prime
Ebba Hultengren/Creative/Prime

The Brief

Scandic has made great efforts to develop its offering, including the largest hotel renovation in the history of Sweden and the acquisition of Rica making Scandic the biggest hotel chain in the Nordic, as well as new services such as mobile check-out and express meetings. But, fixed perceptions of Scandic as “safe” and “functional” still remain, and new target groups have not yet experienced the New Scandic. Agency's brief was to help guests and opinion makers get a modernized view of Scandic and thereby attract new guests, new medias within design and interior design and increase the number of bookings.

Describe how the promotion developed from concept to implementation

We developed a channel independent communication platform that clearly dramatized the New Scandic to the chosen target groups. Given that the guests did not want to come to Scandic because of preconceptions about the hotel chain's offer – we decided to bring Scandic to the guests and desired media targets. This we did by building the first ever mobile hotel room – Scandic To Go. The hotel room was furnished as the newly renovated hotels to show how Scandic has renewed itself in an innovative way.

Describe the success of the promotion with both client and consumer including some quantifiable results

A success that created strong commitment among opinion makers, desired medias and guests. It has been fully booked since its launch, and inquiries have come from all over Scandinavia. It has surpassed all previous records on Scandic’s Facebook by 400 percent and has increased online bookings with 20 percent – an increase due to gained market share rather than a growing market. The campaign resulted in about 100 media coverages in 10 different countries and put Scandic in new, innovative contexts. Only in Sweden, the campaign had a range of 11,570,000 people and a media value of 10.4 million SEK.

Explain why the method of promotion was most relevant to the product or service

Without taking Scandic out of the hotels, new target groups would not have had the opportunity to see and experience the “New Scandic”. The mobile hotel room Scandic To Go made this possible in a way which had never previous been done in the hotel industry. With different activities in places where new target groups would be, like the archipelago, Stockholm Pride and the political week in Almedalen, Scandic was given the opportunity to show the interior design, and innovation of the New Scandic.